Incentivated camerjam mobile finance masterclass
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Transcript of Incentivated camerjam mobile finance masterclass
Copyright Incentivated Limited 2011 www.incentivated.com
Publishing across different mobile platformsJonathan Bass, Managing Director
20 May, 2011
Copyright Incentivated Limited 2011
Contents
About Incentivated
Mobile marketing best practice
Financial services examples
NFC marketing
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Who we are
Incentivated is an independent technology company and mobile marketing services agency
We have 10 years’ experience operating exclusively in mobile marketing
We help our international client base deliver integrated acquisition, CRM, and mCommerce campaigns and services using the mobile channel
Summary
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Who we areJust some of our clients
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
What we do
Technologies5 formats
enterprise messaging (SMS, MMS etc)mobile internetappsshort codes and QR codeslocation marketing
Services2 consultancy offerings
creativestrategy
Needs3 key areas of client activity
acquisitionCRMmCommerce
Full service capability
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
How we do it
Messaging Gateway & Software Company
Mobile Marketing, Internet & mCommerce
Platform
Marketing, Creative & Advertising Agency
Campaign strategy and executionDesign, build & hosting of mobile internet sites*Mobile advertising planning & buyingConsulting, insight & post campaign analysis
SMS, PSMS, MMS, LBS, 2D (QR etc) barcodesMobile content management system (CMS)**Systems integration and various APIsDevelopment of both handset & server-side apps
Mobile and email marketingMobile internet site publishermCommerce
suiteSelf-serve functionality (“SaaS”)
CLIENTS Global acquisition, retention (CRM) and m-commerce campaigns and services
Engagement is spread across three levels
*Includes iPhone
and other ‘smartphone’
specific sites
**Phone capabilities database
Copyright Incentivated Limited 2011
Contents
About Incentivated
Mobile marketing best practice
Financial services examples
NFC marketing
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Mobile is not easy
Progressive enhancement required (multiple presentation layers)
When to build an app or a site‘Native’ as opposed to cross-platform web-apps
Desktop analytics tools do not work properly for mobile
How secure are the devices themselves?
‘NFC marketing’
Implications for SCV
Device fragmentation and different standards make mobile different to desktop
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Technologies
A complete mobile marketing strategy includes five components:
Product summary Product summary Product summary
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Strategies
Mobile can be used by clients to enhance their key marketing anddelivery strategies:
Whitepaper
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
The mobile internet has come of ageUsers are already on your site
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
0%
20%
40%
60%
Source: Appetite, Yahoo! March 2010
Base: all those who access internet on mobile (n=1,240)
Q16. When a website doesn’t work on your mobile phone, which of the following do you tend to blame?
44%
34%29%
Brand
(site)
The Phone Network Provider
The User
5%
You get blamed for a bad mobile experienceNo site at all, or a single mobile presentation layer only, are no longer options
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
WWW, emails & SMS will drive mobile trafficAccurate device detection is a must
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011Credentials presentation
Handset detection optionsThere is really only one option
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Mobile site implementation
Developing a single mobile presentation layer is false economyA minimum of three is required (smart, feature and legacy phones)
The are four broad approaches:Mobile CSS stylesheet within CMSIntegrated with CMS and client hosted (parallel)
Less risk for the client but reporting is poor (requires access to APIs)
Integrated with CMS and supplier hosted (parallel)Produces a superior result but dependent upon on-going support from supplier
TranscodedQuick to market, but neither highly resilient nor creatively adventurous
It is impossible to do properly without using APIs for handset detection, capabilities definition, content adaptation and reporting
Because of the proliferation of handsets, mobile is more complicated than desktop
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011Credentials presentation
Approaches to mobile site buildBest practice demands a parallel site, driven from the same content/CMS
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
The value of third party tools (APIs)
UniquenessFor cellular this is not measured by IP address but a unique andpersistent ID from the mobile networkMost desktop reporting tools misclassify or lose many mobile sessions
Device identificationThere are over 10,000 profiles and 5-10 are added each day
A cached resource will be out of date very quickly
Managing such a resource is costly
Real-time content adaptationMIME type support varies by device, screen-sizes differ, coding frameworks are diverse, handsets have different hard and soft buttons
Mobile relies upon data from mobile networks and handsets are diverse
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Design and UX are as important as on desktop
Leading content
Navigation -
Menu
Navigation –
‘Bread Crumbs’
Location dependant content
Time/promo specific content Leading content
Promoting Maps Search
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
‘Cookie cutter’ or bespoke approach to a site?
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Information Architecture
Ability to manage all product centrally
Taxonomy to be shared across multiple sites
Segmented deployment to campaign sites
Product Category Hierarchy
Master Category Structure
Campaign
Site
Primary
Site
Mobile
Site
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Enterprise Content Management
MasterContent
English German French
UKWebsite
UK Mobile site
UK Mobile App
CampaignsSocial
Email/SMS
Head Office
Created Content
Translation
Layer
Channel Content
Italian
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Apps
Technologies
Device and OS fragmentation is not insurmountableeither native, per platformor cross-platform ‘web-apps’
Don’t build native unless you need to“… develop new apps as web apps, and turn them into native apps when they've been validated.” Daniel Roth, Fortune 500 (AdAge)
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
A native app comes into its own for games and tools; a site usually suffices
Mobile App or Mobile Website?
Mobile
ApplicationsMobile Web
SiteCross-Platform App
Online content Y Y Y
Offline content Y Y (HTML 5 data store) Y
Audio / Video Y Y Y
Interactive graphics Y Limited Y
Install on ‘home screen’ Y Y (iPhone) Y
Multi-platform Build for each device Y Y
Single entry-point (URL) Requires install step Y Requires install step
Location Services (GPS) Y Y Y
Notifications Y Y (SMS) Y
Development costs Once per OS Once Once
Maintenance costs Repeated per OS Once Once
App store required (cost) Y N Y
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
An app should interface with middlewareScreen-scraping results in broken links and egg on face
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Shortcodes & QR codes
Technologies
QR codes work much the same as the barcodes you see printed on products at a retailer
A code is scanned using a device (mobile) and software (QR reader), and is translated into meaningful information (e.g. web links)
Incentivated’s QR code campaign for STA Travel
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Enterprise messaging
Technologies
Reaching consumers with messaging is incredibly effective
74% would opt-in to a brand’s database if done properlyConsumers open to receiving messaging between 10am and 8pm in particular69% happy to receive a message per week
MMS achieves amazing cut-through
Messaging volumes continue to grow –
everyone can use SMS and MMS
Source: IAB/DMA mobile messaging study, September 2010
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
mCommerce
Strategies
The best commerce strategies encourage consumers to purchase and consume content and products on the go
35%
85%
Increase in mobile retail usage in EU5 from 2009 to 2010*
Of people search for products to buy on their
mobile phones***The comScore 2010 Mobile Year in Review
**Brandbank
2010 mCommerce Content Report
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Example mCommerce app -
King of Shaves
Home Page Payment optionsDelivery detailsm-Video
Copyright Incentivated Limited 2011
Contents
About Incentivated
Mobile marketing best practice
Financial services examples
NFC marketing
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Mobile is used in a myriad of ways
Direct response advertising
Brand building
Sales promotions
CRM e.g. reminders, fraud alerts, surveys
Loan and insurance applications etc
Transferring funds, accessing bank accounts
Like retail, financial services was an early adopter
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Enterprising messaging & credit card lifecycleData append is an efficient way of growing a database
APPLICATION PROCESS
Agree
men
t Sen
t
Card &
welc
ome p
ack
Online
In B
ranch
Activa
tion
Balanc
e Tran
sfers
& Reta
il Offe
rs
Availa
ble B
alance
Curre
nt B
alance
Paym
ent D
ue D
ate
Min
imum
Paym
ent
Outbo
und T
eleph
ony
DM
BT & R
etail r
emin
ders
Applic
ation
rece
ived
Agree
men
t rec
eived
Chase
rs
ACQUISITION RETENTION / CRM
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Campaign sites, run from www or advertised on mobile, work well
Sites work best for acquisition
Sales promotions and product information are suited to the mobile internet
Few apps achieve the viral success of Barclaycard waterslide/Rollercoaster
Large budgets needed
SMS direct response continues to generate high ROI due to low entry cost
Incentivated’s campaign for Fidelity Investments
Copyright Incentivated Limited 2011
Contents
About Incentivated
Mobile marketing best practice
Financial services examples
NFC marketing
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Near Field CommunicationSecure mobile payments standard
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
Biggest change in payments in 40 years
Uses very short distance radio and induction
almost ‘contactless’
Touch to make transaction without the need to enter PIN
Limited to £15 per purchaseConnects to credit or debit card
Same retail infrastructure as Paywaveetc
‘NFC marketing’ for free?
Handset (second chip), app, network operator and card issuer working together
Mobile Finance Masterclass 24/5/11 Copyright Incentivated Limited 2011
‘NFC Marketing’
After paying with an NFC phone you can collect a voucher as part of a loyalty programme or simple ‘collect advertising’
From an EPOS system or a transceiver in a shop window
Various executions‘bump to browse’‘bump to call’‘bump to message’
DMA/Orange looking for a brand to participate in NFC marketing trial/case study
Not many people know about this
Copyright Incentivated Limited 2011 www.incentivated.com
Thank You
Jonathan BassManaging Director
Incentivated23 Curtain Road
London EC2A 3LTTel: 0845 130 3985
(No code reader? Text CODE to 62233 for a link to a reader appropriate for your phone)